COSTOS DE EQUIPOS DE LA CONSTRUCCION CIVIL
MANTENIMIENTO POR USO
A focus of this research was on elaborating recommendations in terms of sensory marketing. In the following section, these will be elaborated especially for producers, processors and retailers of organic food. Further aspects and recommendations towards policy makers and researchers are depicted in Table 12.
Although the results of the FG discussions suggest that in many cases sensory attributes of organic products are not the main buying motive for consumers, the analysis gives some evidence regarding the method of communicating sensory aspects of organic food. As already mentioned, the recommendations elaborated by the different countries show some ambivalence:
• Need to provide diverse information
The information required should be reliable and objective. The message should be immediate and simple, as consumers fear that when sensory communication strategies are provided, the product gets more expensive.
Consumers appreciate information which defines the characteristics of organic food. Therefore, information about organic production and processing techniques would be most useful. This can be used as distinctive features to define conventional products and support trust in organic food.
As mainly those more involved in food purchase and preparations are interested in sensory properties, marketing tools should especially be adjusted to this consumer group as well as for consumers who are willing to buy new products and search for new taste sensations.
• Information provided on the packaging
Correct information reported on the label about nutritional components, sensory attributes, modification during the shelf-life of sensory attributes, how to process and consume the product the right way, about packaging materials, etc. may increase consumer trust and increase the likelihood of purchasing organic food.
Sensory marketing activities should include information written on the label such as particular colours, images, symbols, keywords or sentences, which consumers associate with organic products. The study suggests that consumers associate taste
consumers. A tool for easy recognition is the allocation of flavour groups to colour codes (Weibel and Leder, 2006). Such a system is already implemented and appreciated in the Netherlands for wine purchases.
• Tools and information provided at the point of sale
Some consumers trust more in comparative information over a range of products in a shop (e.g. information about the taste of different apple varieties) than in sensory information on packaging which is negatively perceived as a marketing device with the intention to influence consumers.
Sensory marketing activities should include reproduction of sounds / noises of organic production methods at the point of sale. This may increase consumer trust in organic food.
At the point of sale, consumer should have the possibility to directly link the product to its origin, by providing information regarding production and processing methods through e.g. leaflets.
Sensory marketing should not be limited to written descriptions, but also include degustation and oral information from the sales persons. These two elements are often missing in supermarkets / big retailers. Oral advice by sales persons could also be integrated in the communication strategy of big retailers e.g. by providing sensory information at the level of a cheese or meat counter. Hence, the personal contact and possibility to inform from the perspective of the producer / retailer and to be informed from the perspective of the consumer could be a central tool to enhance trust and build markets and consumption.
Table 12: Further recommendations elaborated out of WP 4.2.
All actors Support market diversification with authentic organic products and organic
products close to conventional sensory attributes such as taste in some cases Further development of new products in organic quality and use of old varieties or varieties related to different taste sensations as in conventional quality
Retailers Enhance information provided in terms of marketing activities, as information
on the product package or at the point of sale (chapter 7.6)
Support public relation activities on organic production and processing methods
Producer and producer organisations
Enhance information provided in terms of marketing activities, as information on the product package or at the point of sale (chapter 7.6)
Enhance public relations activities on organic production and processing methods
Policy makers No relaxation of organic EU regulation and private standards
Support public relations activities on organic production and processing methods
Enhance research activities on consumer perception and organic sensory properties tailored to specific consumer segments
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Appendix
Appendix 1: Recruitment questionaire
Ecropolis WP 4.2: Recruitment questionnaire
Date……… Name of the interviewer ………... Good morning/afternoon, my name is … I am working at…on a European consumer study. I would like to invite you to participate in the study. The study deals with taste and appearance of organic food. The participants of the study will be asked to discuss the mentioned issue in a small group of 8 consumers. I guarantee that all data collected during the study are analysed anonymously.
Could I now ask you some preliminary questions, in order to find out if you match the criteria for taking part in the study?
yes
no (thank respondent and close interview) Are you interested in taste and appearance of food?
a lot a little bit
not at all (thank respondent and close interview)
Is one of the following cases true for you: Do you work on a farm / for the food industry / a market research company or in the field of sensory and food?
yes (thank respondent and close interview) no
How often did you eat organic food in the last two month? frequently
occasionally
seldom (thank respondent and close interview) never (thank respondent and close interview)
How do you identify organic products?
ATTENTION NOTE FOR Interviewer: Don’t read out possible answers. Multiple answers are possible.
Part A Part B
Organic food label I buy on the market
I buy in organic food shops/farm
I buy from farmers
Logo of the certification body I eat garden grown food
Code number/name of the certification body satisfying Other not satisfying
If none of the replies in Part A are mentioned answers are to be considered : not satisfying thank respondent and close interview
I am now going to name you different kinds of food. Please tell me, if you consume these products in organic quality
(Interviewer: please mark the respective answers in the fields provided by a cross and repeat the following question for each product group.)
Do you consume…(please name the respective product group)?
Product groups yes no
Organic tomato products Organic apple
Organic meat products Organic bakery products
How old are you? ……….. (note age)
If not answered (thank respondent and close interview) Which of the two age groups do you belong to: (Just enter)
18-45 years
46-75 years Gender (just enter!) female male Thank you very much! (Interviewer: If consumer fulfils criteria recommended, please note down his/her contact information and make an appointment): We would be very pleased if you participated in our study. For taking part in the group discussion, you would get an allowance of xx €. I would now like to make an appointment with you… Please let me know your name and telephone number, so that I can get back to you if necessary (see next page). NOTE: if the interview has ended at an earlier point, briefly explain the reason why and thank the person for helping. Name ……….
Email ……….
Telephone number ……….
Appointment: Date………Time………..
Appendix 2: Focus group discussion questionarie
Name: ……….. (Please write legible)
1. How often do you eat these products in organic quality?
always often rare never I don’t eat it
vegetables
milk products
sausages
bakery products
2. What gets spontaneously in your mind when you hear the term „organic food“. Please write down your associations or mental pictures:
3. In which occasions (e.g. banquet / everyday meal, eating with children/ friends/colleagues,…) do you prefer to eat organic food?
Appendix 3: Focus group discussion questionarie (section 4) Name: ………
I like to eat these products in organic quality Products Sensory attributes
I prefer to eat these products in conventional quality Products Sensory attributes
Appendix 4: Discussion Guideline Instructions for use of this guideline
This guideline should be used by the moderator to conduct the focus group (FG) discussions. Every FG discussion is divided in seven sections:
Summary of the sections
1. Questionnaire (when the participants arrive, before the beginning of the group discussion)
2. Introduction 3. Warming-up
4. Associations related to sensory characteristics of organic food
5. Expectancy to sensory properties of organic food related to standardisation/variability
6. Expectancy to marketing of sensory aspects of organic food 7. Final
8.
Each section consists of the following elements and has the same layout as shown in the box below:
Nr. Heading of section, (duration) End time Some further explanations about the section
Key questions: This are the main question we want you to ask in any case. Our suggestions for:
“Text to be read out by the moderator”,
Questions and ideas for follow up and further probing
(Texts and further questions are suggestions only, and have only to be used if they are suitable in the discussion flow)
INSTRUCTIONS FOR THE MODERATOR WHAT TO DO AND WHAT TO LOOK OUT FOR
1. Questionnaire (when the participants arrive, before the beginning of the group discussion)
Welcome the participants, Ask them to fill in the initial questionnaire 2. Introduction (15 minutes, End 0:15)
Introduction of moderator, institution, research project ‘Ecropolis’ (printed information should be distributed after discussion)
Introduction of note-taking, audio and video taping Assure protection of privacy
Explanation of discussion outline and ‘rules’: no right or wrong answers, extensive